App Annie Index: 2014 Retrospective - Mobile Marketing

39 Pages·2015·2.28 MB·English

App  Annie  Index:  

2014  Retrospective
Top  App  Trends  of  2014  

 ©  App  Annie  2015
App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  
Table  of  Contents  
EXECUTIVE  SUMMARY……………………………………………………………………………...3  
TOP  APP  TRENDS  OF  2014……………………………………….……………………….............4  
Trend  1:  Google  Play  Increased  Its  Lead  Over  iOS  in  Worldwide  Downloads……........5  
Trend  2:  App  Superpowers’  Revenue  Soared  in  2014,  While  BRIC    
Looks  to  Rock  in  2015………..………………………………..…………...…………....…...6  
Trend  3:  Messaging  Apps  Extended  Their  Reach  as    
Gateways  to  New  Audiences…………………………………………………………...…....7  
Trend  4:  Travel  &  Transportation  Apps  Led  Surge  in  the  
Sharing  Economy…..…………………………………………………………………….…....8  
Trend  5:  Mobile  Video  Streaming  Moved  Up  in  Popularity  ...……….…………………....9  
Trend  6:  Silver  Screen  Icons  Had  Sizable  Mobile  Impact...…….……………………….10  
Trend  7:  Demographics  Skewed  Female  for  Social  Networking    
and  Photo  and  Video……....………...……………………………………….……………..11  
Trend  8:  ‘Super  Casual’  Gaming  Had  a  Superb  Year………..…………………………..12  
Trend  9:  Local  Expertise  Drove  Music  App  Growth  in  2014…………………………….13  
TOP  APPS  AND  PUBLISHERS  BY  COUNTRY…………………………………………………..14  
Worldwide……………………...……………………...……………………...………………15  
Brazil……………………...……………………...……………………...…………………….17  
China……………………...……………………...……………………...…………………....19  
France……………………...……………………...……………………...…………………..21  
 Germany...…...……………...……………………...……………………...…………………23  
Japan……………………...……………………...……………………...…………………....25  
Russia……………………...……………………...……………………...…………………..27  
South  Korea……….……………………...……………………...………………..………....29  
United  Kingdom……………………...……………………...……………………...………..31  
United  States……………………...……………………...……………………...…………..33  
TOP  COUNTRIES  AND  CATEGORIES  FOR  THE  iOS  APP  STORE…………….…………..35  
Top  Countries………………………………………………………………………………...36  
Top  Categories……………………………………………………………………………….36  
TOP  COUNTRIES  AND  CATEGORIES  FOR  GOOGLE  PLAY………………………………..37  
Top  Countries………………………………………………………………………………...38  
Top  Categories……………………………………………………………………………….38  
ABOUT  APP  ANNIE………………………………………………………………………………...39  

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©  App  Annie  2015
App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  
EXECUTIVE  SUMMARY  
In  2014,  we  saw  mobile  apps  and  app  stores  rise  even  further  in  prominence,  making  us  
excited  for  new  opportunities  in  2015.  Over  the  past  year,  there  were  numerous  new  trends  
including  the  rise  of  ‘super  casual’  gaming,  explosive  growth  in  the  sharing  economy,  and  the  
emergence  of  messaging  platforms  as  the  dominant  option  for  publishers  looking  to  expand  
into  new  regions.  In  this  Retrospective,  we  will  reveal  and  discuss  a  variety  of  trends  to  help  
you  make  smarter  business  decisions.  
Some  of  the  findings  include:  
● In  a  year  that  saw  ​Flappy  Bird​  take  the  app  world  by  storm,  single-­tap  ‘super  casual’  
gaming  rose  to  prominence.  
● On-­demand  transportation  apps  enjoyed  massive  growth,  with  top  companies  Uber  
and  Lyft  riding  the  disruptive  wave  to  multi-­billion  dollar  valuations.  
● Following  the  evolution  of  messaging  apps  into  diverse,  multi-­functional  platforms,  they  
emerged  as  the  de  facto  avenue  for  foreign  and  domestic  publishers  looking  to  
distribute  content  to  large  audiences.  
Harness  the  power  of  these  findings  and  more,  in  addition  to  listing  of  the  top  headline  trends  
of  2014,  with  insights  into  the  top-­growing  countries,  categories,  and  app  stores.  
Thank  you  for  downloading  the  App  Annie  Index:  2014  Retrospective.  

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©  App  Annie  2015
App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  

TOP  APP  TRENDS  OF  2014  

http://www.appannie.com/intelligence/  
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©  App  Annie  2015
App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  
1.  Google  Play  Increased  Its  Lead  Over  iOS  in  Worldwide  
Downloads  
In  2014,  Google  Play  built  on  its  lead  over  the  iOS  App  Store,  amassing  nearly  60%  more  worldwide  app  
downloads  than  iOS.    

Figure  1:  Worldwide  iOS  vs  Google  Play  Downloads  

However,  iOS  maintained  its  large  advantage  in  monetization,  generating  over  70%  more  yearly  app  
revenue  than  Google  Play.  However,  both  stores  experienced  strong  revenue  growth  in  2014.  

Figure  2:  Worldwide  iOS  vs  Google  Play  Revenue  

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©  App  Annie  2015
App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  
2.  App  Superpowers’  Revenue  Soared  in  2014,  While  BRIC  
Looks  to  Rock  in  2015  
The  app  store  superpowers,  Japan,  South  Korea  and  the  United  States,  collectively  generated  more  
revenue  than  the  rest  of  the  world  combined,  showcasing  their  ability  to  monetize  even  as  the  market  
saturates  and  download  growth  slows.  BRIC  (Brazil,  Russia,  India  and  China)  continued  its  impressive  
download  growth  with  Brazil  moving  up  three  ranks  to  finish  2014  as  the  #2  country  by  Google  Play  
downloads  behind  the  United  States  (see  page  38).  China  led  BRIC  in  revenue  growth,  ending  2014  as  the  
#3  country  by  iOS  revenue  behind  only  the  United  States  and  Japan.  BRIC  countries  are  now  appealing  for  
their  monetization  potential  as  well  as  their  expansive  audience  after  growing  combined  revenue  by  over  
120%  in  2014.  In  2015,  we  also  expect  strong  performances  from  Indonesia,  Mexico,  Turkey  and  Vietnam.  
Continued  investment  in  telecommunication  infrastructure  in  these  emerging  markets  should  set  the  stage  
for  rapid  growth  in  their  mobile  economies.  

Figure  3:  Market  Group  Performance  Based  on  iOS  &  Google  Play  Data  

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App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  
3.  Messaging  Apps  Extended  Their  Reach  as  Gateways  to  
New  Audiences  
Messaging  apps  continued  their  rise  in  2014.  ​WhatsApp  Messenger​  grew  at  such  an  enormous  pace  that  
Facebook​  ​bought  it  for  ​$19B​,  as  the  social  networking  company  sought  to  cement  itself  in  the  mobile-­first  
world.  Other  platforms  such  as  ​LINE​  ​and  ​WeChat​  grew  through  a  variety  of  functionalities  beyond  gaming  
and  sticker  packs,  such  as  taxi-­hailing,  mobile  payments  and  streaming  media.  ​Tencent’s​  ​WeChat​  app  
boasted  ​468M  monthly  active  users​  by  mid-­November  2014,  providing  the  messaging  platform  with  
unprecedented  negotiating  influence  with  publishers.  As  more  and  more  user  interactions  and  money  flow  
through  their  apps,  it  will  be  interesting  to  see  how  messaging  powers  differentiate  themselves  as  they  vie  
for  global  dominance.  

Figure  4:  Worldwide  iOS  &  Google  Play  Downloads  of  Top  10  Messaging  Apps*  

*Identified  by  App  Annie  from  the  iOS  Social  Networking  and  Google  Play  Communication  and  Social  app  categories.  Dating  apps  were  excluded.  
The  top  10  Messaging  apps  in  2013  compared  to  the  top  10  Messaging  apps  in  2014  by  worldwide  combined  iOS  &  Google  Play  downloads.    
These  apps  may  not  necessarily  be  the  same  year-­over-­year.  

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App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  
4.  Travel  and  Transportation  Apps  Led  Surge  in  the  Sharing  
Economy  
The  sharing  economy  has  revolutionized  the  way  consumers  live,  work  and  interact  with  their  communities.  
From  2013  to  2014,  the  top  10  ​travel  and  transportation  apps​  grew  over  30%  in  downloads.  2014  saw  
on-­demand  transportation  apps  turn  the  taxi  industry  on  its  head  as  companies  like  ​Uber​  and  ​Lyft​  amassed  
large  user  bases  and  even  larger  valuations  with  funding  from  some  of  the  biggest  names  in  venture  capital.  
Strategic  partnerships  accelerated  the  rapid  adoption  of  these  apps,  with  ​Uber​  integrating  with  ​Google  Maps  
in  May  and  ​Lyft​  partnering  with  crowdsourcing  public  transit  app  ​Moovit​  in  June.  The  sharing  economy  
outside  of  ground  transportation  also  enjoyed  a  stellar  2014,  as  peer-­to-­peer  housing  apps  such  as  ​Airbnb,  
Homeaway  VRBO,  Couchsurfing​  and  ​Dwellable​  were  some  of  the  most  popular  apps  within  the  Hotel  &  
Lodging  subcategory.  

Figure  5:  Worldwide  iOS  &  Google  Play  Downloads  of  Top  10  Travel  &  
Transportation  Apps*  

*Identified  by  App  Annie  as  providing  information  and  services  related  to  the  travel  and  transportation  industries.    
Subcategories  include  Hotel  &  Lodging,  Airlines,  Ground  Transportation,  and  Aggregators.  
The  top  10  Travel  &  Transportation  apps  in  2013  compared  to  the  top  10  Travel  &  Transportation  apps  in  2014  by  worldwide  iOS  &  Google  Play  downloads.    

These  apps  may  not  necessarily  be  the  same  year-­over-­year.

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App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  
5.  Mobile  Video  Streaming  Apps  Moved  Up  in  
Popularity  
A  variety  of  factors  influenced  the  strong  download  numbers  of  video  streaming  apps  in  2014.  In  China  
especially,  increased  availability  of  high-­speed  data,  more  generous  data  plans,  and  the  move  towards  
larger  phone  screen  sizes  (phablets)  helped  drive  mobile  viewing  sharply  up.  Local  content  proved  vital  to  
Netflix​’s  success  in  Europe,  as  it  gained  traction  by  localizing  app  content.  For  many  TV  networks  and  
operators,  a  strong  app  is  now  a  vital  component  of  successful  viewer  retention  strategies.  Increased  
demand  in  mobile  video  content  coincided  with  some  networks  unbundling  themselves  from  pay  TV  
operators,  with  sports  apps  such  as  ​MLB.com  At  Bat​,  ​NFL  Game  Pass​  and  ​BoxNation​  delivering  content  
directly  to  users  without  third-­party  restrictions.  In  2015,  we  expect  to  see  more  unbundling  of  premium  
content  from  traditional  carriers  as  mobile  streaming  options  continue  to  increase,  allowing  consumers  more  
freedom  than  ever  to  consume  their  favorite  movies  and  shows  on-­the-­go.  

Figure  6:  Worldwide  iOS  &  Google  Play  Downloads  of  Top  10  Video  Streaming  
Apps*  

*Identified  by  App  Annie  as  apps  providing  long-­form  video  in  the  form  of  TV  series,  movies  or  full  sports  events.    
For  these  video  forms,  the  content  provider  retains  ownership  and  control  of  the  content.  
The  top  10  Video  Streaming  apps  in  2013  were  compared  to  the  top  10  Video  Streaming  apps  in  2014  by  worldwide  iOS  &  Google  Play  downloads.    

These  apps  may  not  necessarily  be  the  same  year-­over-­year.

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©  App  Annie  2015
App  Annie  Index:  2014  Retrospective  —  Top  App  Trends  of  2014  
6.  Silver  Screen  Icons  Had  Sizable  Mobile  Impact  
As  smartphone  penetration  reached  ever  higher  levels,  popular  cultural  icons  found  great  success  when  
repackaged  within  mobile  games.  Movie-­based  games  peaked  with  premieres,  but  in  some  cases  extended  
the  lifecycle  of  the  intellectual  property  (IP),  fostering  brand  loyalty  and  keeping  users  engaged  between  
movies.  For  instance,  ​Despicable  Me​  ​ranked  among  the  top  10  games  by  worldwide  December  downloads  
18  months  after  the  app’s  initial  release.  Games  based  on  TV  brands  like  ​Family  Guy:  The  Quest  for  Stuff  
appealed  to  show  enthusiasts,  but  also  attracted  new  audiences.  A  strong  2014  sets  the  stage  in  2015  for  
more  traditional  media  brands  acquiring  and  monetizing  mobile  users  through  existing  game  structures  
refreshed  with  their  well-­known  IPs.  

Table  1:  Top  10  IP  Crossover  Games  by  Worldwide  iOS  &  Google  Play  
Downloads*,  2014  
Rank   App  Name   Publisher   Genre  
1   Despicable  Me   Gameloft   Endless  Runner  
2   Frozen  Free  Fall   Disney   Puzzle  
3   The  Simpsons:  Tapped  Out   Electronic  Arts   City  Builder  
4   Angry  Birds  Rio   Rovio   Puzzle**  
5   Cars:  Fast  as  Lightning   Disney   Puzzle  
6   RoboCop   Glu   Shooter  
7   Fast  and  Furious  6   Kabam   Racing  
8   Angry  Birds  Star  Wars  II   Rovio   Puzzle**  
9   Transformers:  Age  of  Extinction   DeNA   Endless  Runner  
10   Family  Guy:  The  Quest  for  Stuff   TinyCo   City  Builder  

*Identified  by  App  Annie  as  based  on  a  specific  movie  or  TV  series.    
Games  that  license  intellectual  property  but  are  not  tied  to  movie  or  TV  series  are  excluded.  
**Angry  Birds  gameplay  was  included  in  the  puzzle  category  due  to  its  strategic  problem-­solving  and  physics.  

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